Wadi Safar
A deep understanding of place
Tone of Voice
Brand Positioning
Brand Architecture
Brand Creation
Brand Communication
Print & Packaging
Art Direction
Brand Guidelines
INSIGHT
Wadi Safar is one of the most significant luxury projects driven by the Kingdom of Saudi Arabia's Vision 2030 – a globally peerless proposition setting new standards for luxury investment, hospitality and lifestyle in the Kingdom and beyond. Construct was selected by the Diriyah Gate Development Authority to lead brand strategy, positioning, visual identity and creative direction for the project. The opportunity was clear: unlock the brand's potential and build the robust foundations from which to create something entirely new, exceptionally crafted and deeply rooted in place.
IDEA
Construct developed a completely bespoke identity, with careful consideration given to every layer of the brand. The logo is a unique creation, crafted in both Latin and Arabic script. At its centre sits the ‘Star Marque’, a distinctively crafted 'A' that embodies the brand's Noble Spirit: its ability to shift seamlessly between bold, adorned and magical to discreet, reserved and private. To mirror the artistry of the logo, Construct created an exclusive typeface for Wadi Safar in both Latin and Arabic script, designed to work beautifully at every scale. The calligraphic nature of the letterforms honours the heritage and tradition of both Arabic and Latin typography, while signifying Wadi Safar's elevated, elegant character and setting it apart as distinctive and memorable within the ecosystem of the Kingdom's giga projects.
IMPACT
The resulting identity gives Wadi Safar a brand as significant as the project itself: one that can hold its own on a global stage while remaining deeply connected to the culture and ambition of its place. In a landscape of landmark developments competing for attention, Wadi Safar now has the foundations, the language and the presence to stand apart.
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